Vince Mitchell

Photo of Vince Mitchell

Professor; Head of Discipline

Rm 4027
H70 - Abercrombie Building
The University of Sydney
NSW 2006 Australia

Telephone +61 2 8627 6458


Vincent-Wayne Mitchell is Professor of Marketing at The University of Sydney Business School. He did his PhD in Professional Services Marketing at Manchester University where he became UMIST’s youngest Professor. On becoming Chair of the Marketing Department at Cass Business School, London in 2004 he helped established the first ever Film Business Academy, a new highly-tailored Executive-PhD program, a new MSc in Marketing Strategy and Innovation and grow the group from 6-12 faculty.

Despite his administrative duties, he has published over 200 academic and practitioner papers in journals such as Harvard Business Review, Journal of Consumer Psychology, Journal of Economic Psychology, Journal of Business Ethics, British Journal of Management. His work has won 12 Best Paper Awards and he sits on the Editorial Boards of six international journals and was Associate Editor from Journal of International Management Reviews ranked which is ranked 10th in impact out of 116 management journals. One of his papers is in the top 10 most cited papers for the European Journal of Marketing, while another is in the top 10 most cited papers for the International Journal of Retail and Distribution Management. His h index is 47 with over 11,000 citations on Google Scholar with one article having nearly 1,500 citations.

As a passionate educator, he has published 25 articles in the area of education on such things as: developing oral presentation skills, international e-mail debating, doing a PhD and teaching market segmentation as well as book chapters and case studies which has helped to enhance his pedagogical approach. In addition, he has extensive experience of the HE sector through his External Examinerships at BSc, MSc, MBA at places such as; Imperial, Warwick, Loughborough, Strathclyde, Henley Management Centre and been External PhD Examiner for 14 institutions including Oxford University, Manchester, Cardiff and University of Cape Town as well as being an External Assessor for international programs for the UAE Ministry of Education in Dubai. This is complimented by his extensive global research and teaching experience and networks around the world in leading UK and international teaching institutions such as: Paris Dauphine University, France, Wirtshaftuniversitat, WU Austria, ESCP-Europe, Baltic Management Institute, Lithuania, Stern BS NYU, Olin BS, Washington St Louis, Meunster, Germany, HEC Montreal, Schulich BS, York University, Canada, SP Jain, New Delhi.

As a Fellow of the Chartered Institute of Marketing, Academy of Marketing Science and the Marketing Society UK, he maintains active engagement outside the University and was an Expert Adviser for the UK Government’s Office of Fair Trading and a Judge for the National Marketing Awards for Excellence from the Marketing Society, which is the UKs leading group of professional Marketers as well as keynote speeches at various National Conferences such as: Road Safely Conference, Visa International, British Boarding School Association, IBDG, Independent Schools Council and Film Academy Finland as well as chairing and been a panel member of numerous industry conferences for TEN, Loyalty World, Global Insight Conferences and Management Today. He has a track record of 44 large and small grants to fund research which is consistent over the past 20 years including monies from government agencies and companies such as: Early Learning Centre, Cooperative Bank, British Brandowners Group, VISA, Coca Cola, Boots, NEC, KPMG, Viatel, Hillier Parker May and Rowdon, Tesco, as well as non-commercial such as; the Marketing Society, The Worshipful Company of Marketors, USA Federal Drug Administration, Lancashire County Council, Drinkaware Trust, Department of Trade and Industry. As a result of his impact focus, his research has been extensively reported in Financial Times, Times, Guardian, The Daily Telegraph, THES, BBC Radios 1 and 4, Ten O’clock News, Working Lunch and regularly on Watchdog. His book called ‘Real People, Real Decisions’ won Financial Times/Pearson Prentice Hall Higher Education Book of the Year Award 2010 and is now in its 3rd Edition.

Research Interests

His research interests focus around consumer problems such as; confinement, confusion, risk, complaining behaviour as well as how visually impaired engage with the marketplace and determinants of consumer happiness. Current projects include; consumer privacy issues and the selling of others’ data, confinement coping strategies in the airline industry, how to evaluate the impact of research. These interests have potential impact via three market mechanisms namely; how consumers solve their own problems and those of other consumers, how businesses can solve them to create competitive advantage and/or government intervention or self-regulation intervention may be necessary when the first two mechanisms don’t work in creating marketplace enfranchisement and fairness.

Selected publications


Journal Article

Mitchell V (2019) A proposed framework and tool for non-economic research impact measurement Higher Education Research and Development, In Press.


Journal Article

Mitchell V, and Harvey W (2018) How preferable and possible is management research-led teaching impact? Management Learning, 49 (3), 363-373. [More Information]

Book Chapter

Mitchell V, and Kamleitner B (2018) Can consumers experience ownership for their personal data? From issues of scope and invisibility to agents handling our digital blueprints Psychological Ownership and Consumer Behavior; Springer International Publishing, Cham, 91-118. [More Information]


Journal Article

Mitchell V, and Lodhia A (2017) Understanding the metrosexual and spornosexual as a segment for retailers International Journal of Retail & Distribution Management, 45 (4), 349-365. [More Information]


Journal Articles

Mitchell V, Schlegelmilch B, and Mone S (2016) Why should I attend? The value of business networking events Industrial Marketing Management, 52, 100-108. [More Information]

Walsh G, Lindridge A, Mitchell V, Deseniss A, and Lippold A (2016) Investigating consumer confusion proneness cross-culturally: empirical evidence from the USA, Germany, and Thailand International Journal of Markets and Business Systems, 2 (3), 226-242. [More Information]


Journal Articles

Mitchell V, Bakewell C, Jackson P, and Heslin C (2015) How message framing affects consumer attitudes in food crises British Food Journal, 117 (8), 2200-2211. [More Information]

Mitchell V, Petrovici D, Schlegelmilch B, and Szocs I (2015) The influence of parents versus peers on Generation Y internet ethical attitudes Electronic Commerce Research and Applications, 14 (2), 95-103. [More Information]

Book Chapters

Harvey W, and Mitchell V (2015) Marketing and Reputation within Professional Service Firms The Oxford Handbook of Professional Service Firms; Oxford University Press, Oxford, 279-303.

Mitchell V, and Harvey W (2015) Corporate Brand: Professional service firms Corporate Branding: Areas, arenas and approaches; Routledge, Abingdon, United Kingdom, 130-148. [More Information]

Mitchell V, and Joshi Y (2015) To Study or not to Study Marketing, That is the Question Marketing for the Curious: Why Study Marketing? The Stuck Student�s Guide to Picking the Best College/University Major and Career; The Curious Academic Publishing.


Journal Articles

Huang H, and Mitchell V (2014) The role of imagination and brand personification in brand relationships Psychology and Marketing, 31 (1), 38-47. [More Information]

Mitchell V, and Chaudhury A (2014) Predicting retail brand extension strategy success: A consumer based model Journal of Customer Behavior, 13 (2), 93-111. [More Information]

Book Chapter

Mitchell V (2014) Positioning Wiley Encyclopedia of Management - 3rd edition; John Wiley & Sons. [More Information]


Journal Article

Zhong J, and Mitchell V (2013) When having is not enough: Implications of being satisfied European Journal of Marketing, 47 (11-12), 1975-2001. [More Information]


Journal Articles

Balabanis G, Mitchell V, Bruce I, and Riefler P (2012) A Conceptual Stress-Coping Model of Factors Influencing Marketplace Engagement of Visually Impaired Consumers Journal of Consumer Affairs, 46 (3), 485-505. [More Information]

Huang H, Mitchell V, and Rosenaum-Elliott R (2012) Are Consumer and Brand Personalities the Same? Psychology and Marketing, 29 (5), 334-349. [More Information]

Zhong J, and Mitchell V (2012) Does Consumer Well-Being Affect Hedonic Consumption? Psychology and Marketing, 29 (8), 583-594. [More Information]


Journal Article

Shaw R, and Mitchell V (2011) Rediscover marketing's lost role Marketing Management, 20 (1), 32-37.


Journal Articles

Walsh G, and Mitchell V (2010) Consumers' Intention to Buy Private Label Brands Revisited Journal of General Management, 35 (3), 3-24. [More Information]

Walsh G, and Mitchell V (2010) Identifying, segmenting and profiling online communicators in an internet music context International Journal of Internet Marketing and Advertising, 6 (1), 41-64. [More Information]

Recent Units Taught

  • MKTG6007 Consumer Behaviour

Newsroom articles

  • Cost effective survey can measure the social impact of research 17 Apr 2019

    The Australian

    The Australian reported on a paper from Professor Vince Mitchell that proposed a simple cost-effective survey to measure the impact of research based on ‘usefulness’.

  • Purpose gilt 29 Jan 2019

    The Saturday Paper

    The Saturday Paper quoted Professor Vince Mitchell about brands using social issues in their advertising.

  • The biggest impact of university research is on teaching 29 Nov 2018

    Times Higher Education (THE)

    Times Higher Education (THE) published an article by Vince Mitchell and William Harvey about the benefits of linking university research more closely to teaching.

  • ScoMo's blokey act: the verdict 07 Nov 2018

    Daily Telegraph

    Daily Telegraph quoted Professor Vince Mitchell from the Business School about Prime Minister Scott Morrison’s marketing strategy to try and position himself as a ‘typical, Australian bloke’. The article was syndicated across News Corp Australia online.

  • Vince Mitchell on SBS World News 02 Oct 2018

    SBS World News

    SBS World News interviewed Professor Vince Mitchell from the Business School about Facebook’s recent data breach.

See all Newsroom items for Vince Mitchell